It’s no secret, private country clubs around the country are really in the rough. We all know the “E” word is to blame and even among the mega rich the first of those high-end luxury/discretionary items to go has been the ultra exclusive private membership.

Resignation lists at clubs across the US are getting longer. The cache once associated with having a membership no longer means as much; hence the now elusive private clubber. Members are more worried about keeping (all) their homes, renting summer cottages, paying for private schools and college tuitions. Besides, do they really know if the club is stable anyway?

That’s why we’re seeing a rush of members jockey for a spot on the resignation list to be among the first to get a refund, that is, ‘if’ the clubs are in a financial position to actually give them one. For other members, they can no longer afford the annual dues and would rather forfeit their large deposits just to “get out”.

Those members who are virtually unaffected by what’s happening to their peers (yes there are some), feel as though the exclusivity of their clubs are being diluted by low enrollment numbers, long resignation lists, and price reductions.

So what can you do if you’re a club owner?

Here’s some pointers:

1. If you can help it, DO NOT de-value the cost of your membership by lowering the price of initiation. Instead, find new ways of attracting members by introducing new categories, payment options and creative opportunities.
2. DO NOT get complacent. If you realize even small victories, pounce on that momentum; you may not get a second chance to ride that wave.
3. Find out where the spending habits of your existing members have changed and re-focus on what’s working; what’s drawing them into the club… then re-evaluate ways to enhance it.

About Tanya Blackburn

Tanya is a marketing/public relations enthusiast and former television journalist with a nose for news and a knack for simplifying complex information into easy to understand, impactful key messages.